Psychology Research and Behavior Management

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Enabling and Inhibiting Factors of the Continuous

Use of Mobile Short Video APP: Satisfaction and
Fatigue as Mediating Variables Respectively

Lu Huang, Xiuli Dong, Hang Yuan & Lihua Wang

To cite this article: Lu Huang, Xiuli Dong, Hang Yuan & Lihua Wang (2023) Enabling and
Inhibiting Factors of the Continuous Use of Mobile Short Video APP: Satisfaction and Fatigue
as Mediating Variables Respectively, Psychology Research and Behavior Management, ,
3001-3017, DOI: 10.2147/PRBM.S411337

To link to this article: https://doi.org/10.2147/PRBM.S411337

© 2023 Huang et al.

Published online: 04 Aug 2023.

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ORIGINAL RESEARCH

Enabling and Inhibiting Factors of the Continuous

Use of Mobile Short Video APP: Satisfaction and
Fatigue as Mediating Variables Respectively
Lu Huang *, Xiuli Dong , Hang Yuan, Lihua Wang* Video abstract
Business School of Sichuan University, Chengdu, Sichuan, People’s Republic of China

*These authors contributed equally to this work

Correspondence: Lihua Wang, Business School of Sichuan University, Chengdu, Sichuan, People’s Republic of China,
Tel +86 +28-85415451, Fax +86 +28-85418379, Email 2470610738@qq.com
Point your SmartPhone at the code
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video abstract will appear. Or use:
Purpose: The short video APP has entered the stage of competition for stock, making it crucial to keep https://youtu.be/45Wq2W9xGeQ

users engaged in their APP to promote continuous usage. Previous studies on the continuous use intention
of mobile short video APP were relatively limited, with most studies focusing only on promoting factors. Therefore, based on the dual-
factor theory of “enabling-inhibiting”, and drawing on the Information System Continuance Model (ECM-ISC) and Cognitive Load
Theory, this study extracted two variables, satisfaction and fatigue, to construct an integrated model to explore their enabling and
inhibiting effects on continuous use intention.
Methods: This study selected TikTok APP users as the respondents, obtained 681 valid questionnaires and analyzed with structural
equation modeling (SEM) using SPSS24.0 and Amos23.0 software.
Findings: The study investigated the factors that influence users’ continuous use intention of short video APP. It shows that in
enabling mechanism, perceived usefulness and social influence will increase user satisfaction and thus promote their continuous use
intention, and perceived playfulness has a direct effect on the continuous use intention. In inhibiting mechanism, information overload
and communication overload are positively correlated with emotional fatigue, which further reduces the continuous use intention.
Contribution/Conclusion: Based on the dual-factor theory of “enabling-inhibiting”, the study established an integration model to
more comprehensively reveal the impact mechanism of short video APP users’ continuous use intention. The study found that the
fatigue caused by information and communication overload can inhibit users’ continuous use intention of short video APP. Therefore,
to improve users’ continuous use intention, short video APP should not only increase users’ satisfaction but also reduce the fatigue
caused by overload.
Keywords: short video APP, continuous use intention, satisfaction and fatigue, enablers, inhibitors, ECM-ISC model

Introduction
In recent years, the short video industry in China, represented by TikTok and Kwai, has experienced rapid growth. The
short video is a form of internet content dissemination that typically lasts less than 5 minutes and is disseminated on new
internet media. It is a video expression form that relies on UGC and PUC as the main production methods and relies on
clients, websites, or social media as the main communication channels.1 As of December 2021, the number of short video
users had reached 930 million, and the utilization rate was as high as 90.5%.2 However, despite the large user base, users’
satisfaction with short videos has decreased, leading to a loss of users. Some users have even returned to traditional
media such as television.3 From 2019 to 2021, the growth rate of short-video APP users slowed down significantly, the
dividend of user scale gradually “peaked”, and the degree of users overlap kept rising. Repeat users of TikTok and
Kwai,4 the two major short video APP in China, reached 291 million. In addition, competitors such as WeChat Mini

Psychology Research and Behavior Management 2023:16 3001–3017 3001

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 Huang et al Dovepress

Video and Bilibili are constantly improving their marketing strategies to carve up market share. So it is crucial for short
video APP providers to retain users and encourage their continuous usage.
The prior studies on short videos primarily focused on development trends, industry integration, communication
strategies, business models, and user experience.5–7 However, researches on users’ continuous use intention of mobile
short video APP are relatively limited, with most studies focusing solely on enablers and neglecting inhibitors. In fact,
a 2021 survey by CSM (China Guangshi Sofrey Media Research) found that users’ in-depth evaluation of short video
content has decreased, with some users expressing boredom due to a large amount of homogeneous information and lack
of nutrition after long-time watching.8 Ignoring negative attributes may hinder the actual effect of positive attributes.9
Meanwhile, most existing studies use a single model as the theoretical basis and mainly focus on the enabling factors
of users’ using short video APP. The perspective is relatively single, and there is relatively little exploration of inhibiting
factors. In fact, even slight resistance can lead to a decrease in participation in social networks.10 Therefore, relying
solely on a single theoretical model to understand the factors that affect the users’ continuous use intention of short video
APP may not be sufficient. This study employs the dual-factor theory of “enabling-inhibiting”, drawing on the
information system persistence model (ECM-ISC) and cognitive load theory, and utilizes the variables of satisfaction
and fatigue as “enablers” and “inhibitors” to investigate their dual-influence mechanism on the intention to continue
using mobile short video APP. The contributions of this study are as follows:

1. This study establishes an integrated model based on the dual-factor theory of “enabling-inhibiting” to more
comprehensively reveal the formation mechanism of short video users’ continuous use intention.
2. The inhibitor of “fatigue” is introduced as a complex emotion, and it is found that information and communication
overload can lead to fatigue, which in turn inhibits the continuous use intention of short videos.
3. It is verified that the perceived playfulness also has an impact on the continuous use intention of users, not
involving satisfactory evaluation. This indicates that perceived playfulness initiates the experiential system of user
cognitive processing. According to the Dual Processing Theories,11,12 there are two systems for users to process
information: experiential and rational. Among them, the experiential system is an intuitive, automatic, and
emotion driven cognitive processing that does not require or requires less cognitive resources and effort. In this
study, perceived playfulness activated the experiential system, directly affecting users’ continuous use intention of
short video APP without the need for a rational cognitive process of satisfactory evaluation.

Literature Review
At present, the research on short videos from the perspective of users mainly includes user behavior characteristics,13,14 user
addiction behavior15,16 and user motivation.17,18 Among them, in the research on the continuous use intention of short
videos, scholars mostly use some theoretical models, mainly from the three aspects of users, technology and society.
Studies have shown that user factors, such as perceived usefulness, perceived entertainment,19 and perceived ease of
use,20 as well as perceived value and well-being,21 have a positive impact on continuous use intention. Users’ demands
for information, entertainment, and communication,22 as well as their needs for achievement,23 also promote continuous
use intention. Additionally, user characteristics, such as narcissism and personality traits, can influence users’ engage­
ment behaviors in short videos.24
From the perspective of technical factors, the original words provided by short videos, the functional support of live
broadcast and recommendation, as well as the recommendation algorithm of the short video have all been confirmed by
research to promote the continuous participation of users.25,26 However, it has also been found that over-recommendation can
result in information redundancy, information overload, and emotional exhaustion, leading users to stop using short videos.27
In terms of social factors, video creation and sharing behaviors in short videos have been shown to have a positive
impact on user stickiness.28 In addition, the study also found that social attachment,29 sense of belonging,19 subjective
norms20 all have an important impact on the continuous use of short video users. We summarized the key theories and
variables of the research on the continuous use of short videos in Table 1.
The Information System Continuance Model (ECM-ISC) and its extensions have been applied to the study of
continuous use of various social media,32–34 which is considered a strong theoretical basis for studying users’ continuous

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Table 1 Relevant Theories and Variables of the Research on the Continuous Use of Short Videos
Theory Explanatory Variable Explained Variable Author

Uses and Gratifications Theory Information / entertainment and communication motivation Continuous use Shao and Lee
(UGT) intention (2020)22

Satisfaction, narcissism and personality traits TikTok participation Meng and Leung
behavior (2021)24

Continuous motivation, video sharing behavior and video creation Platform stickiness Cuesta-Valiño
ability et al (2022)28

Technology Acceptance Model Perceived usefulness, perceived pleasure, perceived ease of use Continuous use Chong (2021)20
(TAM) and subjective norms; intention Huang and Tan
User participation, need for achievement, and perceived (2020)23
usefulness

Information Systems Continuous Sense of belonging, perceived entertainment and user satisfaction Continuous use Ye and Cho
Use Model (ECM-ISC) intention →loyalty (2021)19

Social usefulness, mimic relationship requirements, functional Continuous use Zhang et al

usefulness, and content quality needs met intention (2021)30

System characteristic factor → user perception factor Intention of Tian et al

continuous (2022)31
participate

Others Affordance Theory Four types of functional visibility (live broadcast, search, original Continuous use Song et al
discourse and recommendation) intention (2021)26

Information Systems Recommended algorithm Mou et al

Success Model (2021)25

Social Attachment Social connection, social dependence, and social identity Yang et al
Theory (2021)29

Stressor-Strain- Greedy recommendation → information narrowing, information Non continuous use Ma et al (2021)27
Outcome redundancy and information overload

use intention in a relatively new technological environment. Its applicability in continuous use of short video APP has
also been widely tested. The ECM-ISC model focuses on examining the joint effects of satisfaction, perceived
usefulness, and expected confirmation on the continuous use intention of information systems.35 However, the short­
comings of the ECM-ISC model are that the model focuses on the enabling factors that promote the continuous usage of
information systems, and the research perspective is single, without focusing on the inhibiting factors of continuous use
intention, that is, what factors may hinder users from continuing using information systems. However, current studies
have found that the users’ continuous use intention of social media largely depends on inhibiting factors.9
To explore these inhibiting factors, this study introduced the Cognitive Load Theory. This theory proposes that the
space of human cognitive structure is limited. When a large amount of redundant content and social information appear,
the human body also needs to process more information, but the user’s cognitive ability is limited, resulting in cognitive
load.36 As stated in the previous CSM research, negative feedback from users on short video Apps has already indicated
cognitive load issues such as “fatigue” in the user experience. This study proposes an integrated model based on the dual-
factor theory.37 On the one hand, based on the ECM-ISC model, a sub model of enabling factors was constructed; on the
other hand, based on the Cognitive Load Theory, a sub model of inhibiting factors was constructed by selecting fatigue,
and the two were integrated to construct an integrated model. The integrated model will get better and more compre­
hensive disclosure of influence factors on the continuous use intention of short video APP.

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Research Hypothesis and Model Development

The dual-factor theory holds that the promotion factor and the inhibition factor can coexist and be independent of each
other, and jointly affect users’ continued adoption of information systems. User satisfaction is an emotional state based
on users’ cognitive evaluation, mainly derived from users’ evaluation of their previous use of mobile software and
experience. When the evaluation meets the user’s goals or expectations, users will feel high satisfaction.38
Bhattacherjee35 pointed out that satisfaction has become a key goal for mobile social media to maintain their competi­
tiveness, and proposed that satisfied users will have a higher willingness to continue using.
Previous researches have shown that satisfaction is a significant facilitator14,15 and mediator of continuous use
intention for short videos.39 For example, Lin et al found that satisfaction has a significant positive impact on the
continuous use intention of social media.38 The higher the level of satisfaction felt during the interaction with govern­
ment short videos, the more likely it is to encourage users to generate sustained participation intention.31 Therefore, this
study focuses on satisfaction and examines the “enabling mechanism” for continuous use of short videos by integrating
ECM-ISC. Therefore, the hypotheses of this study are as follows:

H1: Satisfaction has a positive impact on users’ continuous use intention.

In the research of inhibiting mechanism, “social network fatigue” is considered as a negative emotional response to
social network activities, including fatigue, boredom, decreased interest, indifference and other feelings.40 The important
impact of fatigue on users’ continuous use has been verified in many studies,40,41 and some studies even found that the
impact of social network fatigue on continuous use is greater than dissatisfaction perception,42 which leads to non-sustained
use behavior.40 This implies that fatigue may be the most crucial inhibiting factor in the continuous use of short videos.
Thus, this study introduces emotional fatigue in short video users as an inhibiting factor and assumes the following:

H2: Fatigue has a negative impact on users’ continuous use intention of short videos.

In terms of enabling mechanism, combined with the ECM-ISC, perceived usefulness is a key motivating factor for
users’ satisfaction and intention to continue using.43 According to Davis,44 combined with the characteristics of mobile
short video APPs, perceived usefulness refers to the help for users’ experience in life, leisure and entertainment during
the use of mobile short video APPs, which is an expression of utilitarian value.45 Kim found that when users perceive
high utility of mobile data services, their overall evaluation significantly improves, and their continuous use intention
further increases.46 Research on short video has also found that perceived usefulness has a significant impact on attitudes
towards using short video APP.17 Therefore, this study proposes the following hypotheses:

H3a: Perceived usefulness has a positive effect on satisfaction.

H3b: Perceived usefulness has a positive effect on users’ continuous use intention.

Short video is a type of information system that primarily aims to provide enjoyment and entertainment to its users, and the
presence of interesting content is a significant factor that influences users to use and engage with short video products.47 Studies
have shown that perceived playfulness, as an internal motivation, has a significant impact on user satisfaction and persistent
behavior.48 In addition, Liang et al17 found that interesting content is the main factor affecting users’ use of short video products
by analyzing the behavioral factors of TikTok short video users. Therefore, this study proposes the following hypotheses:

H4a: Perceived playfulness has a positive effect on satisfaction.

H4b: Perceived playfulness has a positive effect on users’ continuous use intention.

Wang et al proposed that social influence means that the attitudes, beliefs and behaviors of individual users are
affected by reference group, and the reference group can come from different social levels.49 The importance of social
influence has been widely supported in relevant research on information systems. For example, Zhou and Li verified that

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social influence has a significant impact on the continuous use of China Mobile’s SNS.50 According to the survey,
a significant majority of users (75.8%) believe that their motivation to use short videos is to “follow the crowd”, which
suggests that social influence is an important factor that affects the continuous use of short videos. The attitude of the
reference group will affect the user’s overall satisfaction evaluation and usage attitude toward mobile short videos.49
Therefore, the hypotheses of this study are as follows:

H5a: Social influence has a positive effect on satisfaction.

H5b: Social influence has a positive effect on users’ continuous use intention.

In terms of inhibiting mechanism, according to the theory of perceived load, social overload and information overload
are considered to be the stressors leading to social media fatigue and dissatisfaction, which further enhances the users’
intention of non-continuous use.42,51 Among them, social overload is essentially a form of communication overload,
which occurs when communication demands exceed the user’s communication capacity.52 In reality, social behaviors
such as liking, commenting, and chatting on social media platforms can increase as users expand their social circle and
communication demands, leading to a sense of obligation to use social media and indirectly resulting in user stress and
negative emotions.53 This can lead to emotional exhaustion, and ultimately, to the interruption or cessation of social
media use.54 Thus, this study proposes the following hypothesis:

H6a: Communication overload has a positive effect on short video users’ fatigue.

H6b: Communication overload has a negative effect on the continuous use intention of short video users.

On the other hand, a large body of studies has also demonstrated that information overload can lead to emotional
fatigue among consumers.55,56 Information overload refers to a state in which an individual has more information than
they can effectively process given their information processing capacity.57 Too much information too quickly can be like
noise that prevents effective information processing, causing psychological stress and negative emotions among users.58
In particular, the greedy recommendation algorithms of short video artificial intelligence can lead to information
overload, causing users to experience emotional exhaustion and further promoting their intention to discontinue.27
Therefore, this study proposes the following hypothesis:

H7a: Information overload has a positive effect on the fatigue of short video users.

H7b: Information overload has a negative effect on short video users’ continuous use intention.

In the study of continuous use intention, satisfaction is considered an important mediating variable.38 For example,
Zhang et al demonstrated that satisfaction plays a mediating role in the impact of expectation confirmation on continuous
use intention.59 Satisfaction has also been supposed to be a key mediating variable for the continuous use of web learning
systems.60 From this perspective, the impact of satisfaction on the continuous use of information systems is crucial.
Therefore, based on the above content, this study selects satisfaction as the mediating variable, and takes perceived
usefulness, perceived playfulness, and social influence as the antecedent variables of satisfaction to explore their
promoting effect on continuous use intention, and propose the following hypotheses:

H8a: Satisfaction plays a mediating role in the impact of perceived usefulness on users’ continuous use intention.

H8b: Satisfaction plays a mediating role in the impact of perceived playfulness on users’ continuous use intention.

H8c: Satisfaction plays a mediating role in the impact of social influence on users’ continuous use intention.

The significant impact of fatigue on the continuous use intention of social media users has been confirmed,40,41 and Zhang et al
found that the impact of social network fatigue on continuous use is greater than the perception of dissatisfaction.42 Therefore, in

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the context of the continuous use intention of short video APP, the indirect role of fatigue is crucial. Therefore, based on the above
content, this study selects fatigue as the mediating variable, and communication overload and information overload as the
antecedent variables of fatigue to explore their inhibitory effect on continuous use intention. The hypotheses is as follows:

H9a: Fatigue plays a mediating role in the impact of communication overload on users’ continuous use intention.

H9b: Fatigue plays a mediating role in the impact of information overload on users’ continuous use intention.

The model for this study is shown in Figure 1:

Materials and Methods

Variable Measurement
The measurement scales used in this study were derived from existing studies, and some items were revised to fit the research
background. To ensure the validity of the questionnaire, 247 short video users were surveyed and analyzed in this study to
adjust the scale according to the reliability and validity of the pre-survey. The results showed that the Cronbach’s Alpha
coefficients of the 8 latent variables were all above 0.8, and the Cronbach’s Alpha coefficient of the overall reliability analysis
was 0.915, indicating high reliability of the questionnaire. The KMO value of the scale was 0.877, and the significance of
Bartlett’s spherical test was less than 0.001, meeting the validity test criteria. The factor analysis showed that the factor
loadings of all items were above 0.5, and the eight factors extracted from the 37 items were consistent with the initial
classification of this study, indicating good construct validity of the questionnaire. In summary, the pre-survey data showed
that the scale had good reliability and validity, and did not need to be revised. Table 2 provides the final measurement items and
their sources.

Figure 1 Research model.

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Questionnaire Design and Data Collection

The TikTok APP is currently the leading platform in the short video industry, with significant scale advantages and
a large user base. Therefore, this study selected TikTok short video APP users as the survey objects. The first part of the
questionnaire included screening questions to ensure that only TikTok users were able to complete the survey.

Table 2 Variable Measurement and Source

Variable Measurement Item Source

Perceived TikTok short video APP can relieve my study / work pressure Bhattacherjee (2001)35,61
Usefulness (PU) TikTok short video APP can kill time Davis (1989)44
TikTok short video APP can help me get information more effectively
The TikTok short video APP provides rich information and content, which is helpful to me
Overall, TikTok short video APP is very helpful to my life

Perceived When using the TikTok short video APP, you will forget the time, and the time passes quickly Lin et al (2005)62
Playfulness (PP) Using TikTok short video APP is a kind of enjoyment Moon and Kim (2001)63
Using TikTok short video APP brings me a lot of fun
The actual process of using TikTok short video APP is pleasant
I like to use TikTok short video APP

Social Influence (SI) Many people around me are playing TikTok short video APP Bandura (1986)64
My idol, leader, respected person or concerned person is playing TikTok short video APP Viswanath et al (2003)65
Someone around me once recommended TikTok short video APP to me
I think playing TikTok short video APP is a popular trend

Communication I received too many messages from my friends through TikTok Karr-Wisniewski and Lu
Overload (CO) I think I send more messages to my friends through TikTok than I want to (2010)51
I think that when I perform other tasks, I usually receive too many notifications from TikTok Lee et al (2016)55
short video APP, such as push content, message reply, etc Zhang et al (2016)42
I often feel the communication overload from TikTok short video APP
I receive more information and messages from my friends than I can handle

Information I am often distracted by too much information on TikTok short video APP Chen et al (2009)66
Overload (IO) There is a lot of information on the TikTok short video APP every day, and there is a feeling of Karr-Wisniewski and Lu
being submerged in it (2010)51
Usually, my problem is that there is too much information to watch on the TikTok short video Zhang et al (2016)42
APP, rather than not enough information
I found that only a small part of the information on the TikTok short video APP is what I need
TikTok short video has a lot of recommended content information, which sometimes feels like
a burden when dealing with them

Satisfaction (S) I am very satisfied with the decision to use the TikTok short video APP Bhattacherjee (2001)35,61
I think using TikTok short video APP is a wise decision Lin and Wang (2012)67
My experience of using TikTok short video APP is pleasant
In general, I am satisfied with the use of TikTok short video APP

Fatigue (F) Sometimes using TikTok short video APP makes me feel sick Ayyagari et al (2011)68
Sometimes using TikTok short video APP makes me feel bored Zhang et al (2016)42
Sometimes using TikTok short video APP makes me feel exhausted
Sometimes I am not interested in the new content on the TikTok short video APP
Sometimes using TikTok short video APP will make me feel tired

Continuous Use I am willing to continue to use the TikTok short video APP Bhattacherjee (2001)35,61
Intention (CUI) I would like to recommend others to use TikTok short video APP Moez et al (2007)69
I will use the TikTok short video APP regularly Lin and Wang(2012)67
If I can choose, I will still choose to use TikTok short video APP

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The second part was the formal questionnaire, which used a Likert 5-level scale to investigate user behavior and
psychology regarding their use of short videos. Finally, basic user information was collected.
After completing the questionnaire design, a preliminary survey was conducted on 247 students from a certain
university. Based on the preliminary investigation results, expressive questions such as inappropriateness, semantic
ambiguity, and leading responses have been modified, and questions with low reliability have been removed.
Subsequently, a formal questionnaire survey was conducted. The survey was conducted using the Questionnaire Star
platform. A total of 701 questionnaires were collected, and incomplete, duplicate IP addresses, and questionnaires less
than one minute were excluded. Finally, a total of 681 valid questionnaires were obtained, with an effective rate of
97.1%. The geographical distribution of respondents is in 30 provinces and over 102 cities, therefore it is believed that
the research sample has strong representativeness.

Common Method Variance Test

In order to avoid common method bias caused by self-reported data collection, this study modified the scale on the basis
of preliminary survey to ensure the comprehensibility of subjects. At the same time, anonymity was adopted during the
formal survey. Statistically, Harman’s single-factor test, which is widely used at present, was used in this study to test
whether a single factor explained most of the variance variation, namely, principal component analysis was carried out
for all the measurement items of variables without factor rotation. We followed Podsakoff’s the cut value (first factor <
50% of the total variance explained).70 The results showed that the eight principal components explained 77.04%
variance, and the first principal component explained only 24.31% of the total variance. Therefore, the data suggest that
common method bias is not a problem for this study.

Results
Descriptive Statistics
According to the survey data, the majority of users have been using the service for at least six months, with a proportion
of 78%. Additionally, the frequency of use is generally high, with 80.5% of users utilizing the APP three or more times
a week. The majority of users’ daily usage time is less than one hour. Table 3 displays the characteristics of the final
sample.

Reliability and Validity Analysis

SPSS24.0 and Amos23.0 are used to test the reliability and validity of the measurement model. The results show that the
α value of all variable coefficients and the combined reliability CR value are higher than the critical value of 0.7 (see
Table 4),71,72 indicating that the questionnaire had high reliability. The validity test shows that the AVE value of each
variable is greater than 0.5 (see Table 4),71–73 indicating that the convergent validity is good. As shown in Table 5, the
square root of the AVE value of each variable is greater than the correlation coefficient between the variable and other
factors, indicating that the discriminant validity of the scale is also good.73
The results of the structural model are presented in Figure 2. The data shows that the value of the fit index CFI is
0.935>0.9, and the goodness of fit index (GFI) is 0.865>0.85, which meets the evaluation criteria.74 Therefore, it is
assumed that the overall fitness of the model meets the requirements of model fitness, and it is assumed that the model
has a good model fit.

Structural Model
The structural model analyze results are illustrated in Figure 2. According to the hypothesis test results, it can be seen that
except for hypotheses H4a, H6b, and H7b, all other hypotheses are supported. Specifically, in terms of enabling mechanisms,
H1 is supported, indicating that satisfaction positively and significantly affects users’ intention to continue using (path
coefficient = 0.127). Among the factors influencing satisfaction, perceived usefulness (path coefficient = 0.406) and social
influence (path coefficient = 0.084) of the short video platform are both found to have a positive impact on user satisfaction,
supporting H3a and H5a. However, the relationship between perceived enjoyment and satisfaction is not significant. This

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Table 3 Sample Characteristics

Indicator Classification Frequency Percentage (%) Indicator Classification Frequency Percentage (%)

Gender Man 272 39.9 Usage time Within 6 months 150 22

Woman 409 60.1 of TikTok 6 months - 1 year 213 31.3
short video 1–2 years 199 29.2
APP More than 2 years 119 17.5
Age Under 18 22 3.2 Usage Use daily 166 24.4
18–24 303 44.5 frequency of 5–6 days/week 162 23.8
25–30 235 34.5 TikTok short 3–4 days/week 220 32.3
Over 30 121 17.8 video APP 1–2 days/week 92 13.5
Hardly used 41 6.0
Education High school and 83 12.2 Daily use Within 10 minutes 49 7.2
below 165 24.2 time of 10–30 points 180 26.4
College 349 51.2 TikTok short 30 minutes - 263 38.6
Undergraduate 84 12.4 video APP 1 hour 140 20.6
Master degree and 1–2 hours 33 4.8
above 2–3 hours 16 2.3
More than 3 hours
Profession Student 233 34.2
Government 69 10.1
agencies 121 17.8
Professional 120 17.6
technology 38 5.6
Staff 26 3.8
Business Personnel 74 10.9
Service industry
Other
City First-tier cities 106 15.6
Other cities 575 84.4

Table 4 Reliability and Convergent Validity Test Results

Variable Measurement Factor Composite AVE Cronbach’s
Item Loading Reliability Alpha

Perceived PU1 0.700 0.831 0.501 0.828

Usefulness(PU) PU2 0.510
PU3 0.794
PU4 0.761
PU5 0.740

Perceived PP1 0.944 0.947 0.782 0.946

Playfulness(PP) PP2 0.866
PP3 0.955
PP4 0.859
PP5 0.788

Social Influence(SI) SI1 0.887 0.930 0.77 0.929

SI2 0.869
SI3 0.856
SI4 0.898

(Continued)

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Table 4 (Continued).

Variable Measurement Factor Composite AVE Cronbach’s

Item Loading Reliability Alpha

Communication CO1 0.870 0.944 0.771 0.944

Overload(CO) CO2 0.874
CO3 0.887
CO4 0.866
CO5 0.893

Information IO1 0.954 0.952 0.8 0.952

Overload(IO) IO2 0.893
IO3 0.858
IO4 0.846
IO5 0.917

Satisfaction(S) S1 0.841 0.929 0.766 0.927

S2 0.960
S3 0.853
S4 0.842

Fatigue(F) F1 0.761 0.886 0.609 0.886

F2 0.762
F3 0.742
F4 0.787
F5 0.844

Continuous Use CUI1 0.758 0.845 0.577 0.984

Intention(CUI) CUI2 0.715
CUI3 0.777
CUI4 0.785

Table 5 Discriminant Validity Test Results

PU PP SI CO IO S F CUI

PU 0.708
PP 0.090* 0.885
SI 0.380*** 0.096* 0.877
CO 0.064 0.472*** 0.093* 0.878
IO 0.355*** 0.215*** 0.245*** 0.120** 0.894
S 0.443*** 0.113** 0.245*** 0.04 0.195*** 0.875
F 0.365*** 0.678*** 0.034 0.372*** 0.209*** 0.208*** 0.78
CUI 0.351*** 0.175*** 0.319*** 0.05 0.160*** 0.283*** 0.116** 0.759
Notes: *p<0.05, **p<0.01, ***p<0.001.

may be because the impact of perceived enjoyment on users’ intention to continue using is an automatic processing process
and does not exert an effect through cognitive-based satisfaction evaluation. In addition, it was found that perceived
usefulness (path coefficient = 0.248), perceived enjoyment (path coefficient = 0.214), and social influence (path coefficient
= 0.181) all have a direct positive impact on users’ intention to continue using, supporting H3b, H4b, and H5b.
In terms of inhibiting mechanism, H2 is supported, that is, there is a significant negative correlation between fatigue
and users’ Continuous Use Intention (path coefficient = −0.114). Among the perceived overload factors of users,
communication overload (path coefficient = 0.367) and information overload (path coefficient = 0.173) have been both
proved to have positive effects on fatigue, and H6a and H7a are validated. However, communication overload and

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Figure 2 Modified model.

Notes: *p<0.05, **p<0.01, ***p<0.001.

information overload cannot directly affect their Continuous Use Intention, but indirectly through fatigue. This shows
that the perception of communication overload and information overload is due to the user’s negative feelings of
exhaustion, boredom, and reduced interest, which further inhibits the user’s Continuous Use Intention.

Mediation Analysis
Based on established hypotheses, the Bootstrap sampling test results were obtained by using Amos23 (see Table 6).
Determine whether the mediating effect is significant by the judgment of whether 0 is between the upper and lower
bounds of the BootCI value.75 The results show that satisfaction plays a mediating role in the impact of perceived
usefulness and social influence on the continuous use intention; fatigue plays a mediating role in the impact of
communication overload and information overload on the continuous use intention.
The results of hypothesis testing are summarized in Table 7.

Table 6 Mediation Test

Mediation Path Indirect Effect Size Bootstrap Bias-Corrected 95% CI

Lower Upper

PU→S→CUI 0.054* 0.013 0.103

SI→S→CUI 0.012* 0.000 0.039
CO→F→CUI −0.042* −0.091 −0.002
IO→F→CUI −0.020* −0.048 −0.003
Note: *p<0.05.

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Table 7 Hypothesis Test Results

Hypothesis Results

H1 Satisfaction has a positive impact on users’ continuous use intention. Supported

H2 Fatigue has a negative impact on users’ continuous use intention of short videos. Supported
H3a Perceived usefulness has a positive effect on satisfaction. Supported
H3b Perceived usefulness has a positive effect on users’ continuous use intention. Supported
H4a Perceived Playfulness has a positive effect on satisfaction. Not supported
H4b Perceived Playfulness has a positive effect on users’ continuous use intention. Supported
H5a Social influence has a positive effect on satisfaction. Supported
H5b Social influence has a positive effect on users’ continuous use intention. Supported
H6a Communication overload has a positive effect on short video users’ fatigue. Supported
H6b Communication overload has a negative effect on the continuous use intention of short video users. Not supported
H7a Information overload has a positive effect on the fatigue of short video users. Supported
H7b Information overload has a negative effect on short video users’ continuous use intention. Not supported
H8a Satisfaction plays a mediating role in the impact of perceived usefulness on users’ continuous use intention. Supported
H8b Satisfaction plays a mediating role in the impact of perceived playfulness on users’ continuous use intention. Not supported
H8c Satisfaction plays a mediating role in the impact of social influence on users’ continuous use intention. Supported
H9a Fatigue plays a mediating role in the impact of communication overload on users’ continuous use intention. Supported
H9b Fatigue plays a mediating role in the impact of information overload on users’ continuous use intention. Supported

Discussion
The integrated model of this study verified that the continuous use intention of short videos is both promoted by
satisfaction and inhibited by fatigue, and the path coefficients suggest that both factors have roughly equal influence. This
indicates that to promote continuous use of short video APP, one not only needs to focus on promoting factors but also
needs to address the negative effects of inhibiting factors. Enablers and inhibitors are two fundamentally different
constructs, and the negative attributes may have a greater impact than the positive effects.76
In terms of the promotion mechanism, perceived usefulness, perceived enjoyment, social influence, and satisfaction
were found to promote short video users’ continuous use intention, which is consistent with previous research on
traditional social media.50,77 At the same time, the mediating effect of satisfaction between perceived usefulness, social
influence, and continuous use intention was also verified. Perceived enjoyment directly influenced continuous use
intention, and satisfaction did not mediate this relationship. This is different from some previous researches.78–80 This
may be because in the context of short video use, more than 60% of users view watching short videos as an entertainment
and relaxation behavior before going to bed, and this specific use scenario may have become a habit for users. Habit is
the degree to which people tend to automatically use a particular information system in specific situations,69 and habits
can directly promote users’ continuous use intention.81,82 At the same time, according to dual-processing theory, when
users use short videos as a habit, behavior does not require cognitive resources and is an automated process,83 which
leads to perceived enjoyment not affecting satisfaction evaluations based on cognition.
The inhibitory mechanism has validated that information overload and communication overload in the use of short
videos lead to fatigue, and that fatigue emotion has a significant negative impact on continuous use intention, which is
consistent with previous research findings.40,42 However, this study found that fatigue played a completely mediating role
between them, meaning that information overload and communication overload could not directly affect continuous
usage intention, but would have an indirect effect through the impact on fatigue emotions. This is consistent with
Bagozzi’s84 self-regulation framework’s explanation mechanism, which states that personal evaluations can lead to
emotional responses and deepen or change positive or negative emotional responses through different coping strategies.
This suggests that when high levels of fatigue emotions are generated, users may change their usage habits of short video
APP to reduce the negative impact of fatigue emotion.

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Theoretical Significance
Firstly, based on the dual-factor theory of “enabling-inhibiting”, combined with the information system continuance
model (ECM-ISC) and cognitive load theory, this study established an integrated model that verified the promoting effect
of satisfaction and the inhibiting effect of fatigue on the continuous use intention of short video. The study also verified
the direct or indirect effects of perceived usefulness, perceived playfulness, social influence, information overload, and
communication overload on continuous use intention, providing a more comprehensive understanding of the formation
mechanism of continuous use intention among short video users.
Secondly, this study focuses on the fatigue phenomenon in current social media, and introduces the complex emotion
of “social media fatigue”, which includes various feelings such as exhaustion, boredom, reduced interest, and indiffer­
ence, into the research. The study found that this inhibitory factor and the promotion factor centered on satisfaction are
equally important, so this study not only conducts research on continuous use intention from the aspects of promotion
and inhibition but also verifies the dual influence paths of continuous use of short videos from both cognitive (satisfaction
evaluation) and emotional (fatigue) aspects.
Thirdly, the study found that users’ perceived playfulness of short videos is an automatic processing process that
directly promotes continuous use of short videos. At the same time, social influence also has a promoting effect on
continuous use intention of short videos, indicating that short video usage is easily influenced by reference groups and
can affect the satisfaction evaluation of short video users. This enriches the research on continuous use of short videos to
a certain extent.

Practical Significance
For short video operators, only by comprehensively considering the different conflicts and perceptions that users may
have, can they ultimately improve users’ attitudes and choices. Therefore, it is necessary to pay attention to user needs,
and consider the potential enabling and inhibiting factors comprehensively, in order to provide users with richer content
and better user experiences.
To enhance the growth of short video platforms, it is important to prioritize the promotion factors. One of the most
crucial factors is to provide valuable content to the users, which can help them recognize the usefulness of short videos.
According to a survey conducted by CSM in 2021,8 users are mostly motivated to use short videos for “increasing
knowledge” and “learning practical skills”. Even though TikTok has a separate knowledge content section, these videos
may lack the depth required. To cater to different user needs, the platform can explore various ways to segment its
content, such as offering short videos for popular knowledge and medium to long videos for complex content such as
skill learning.
Secondly, telecom operators need to focus on enhancing users’ social experience. In socializing with acquaintances,
features such as video sharing and “watching videos together” on TikTok are important explorations in improving users’
social experience. However, since they are limited to specific scenarios of sharing and discussion, interactions between
friends are not very strong. Therefore, short-video operators can further expand social scenarios to strengthen interaction
between users and acquaintances. In socializing with strangers, short-video media algorithms can not only be based on
user interests, but also strengthen content recommendation based on users’ social networks to increase interaction
between users and enhance social influence.
On the other hand, in terms of the negative inhibiting factors of short videos, short video operators need to be aware
of the fatigue caused by information overload and communication overload. Currently, in order to solve the problem of
information overload, TikTok has launched a search engine function to meet users’ search needs, further strengthening
the connection between users and the platform. TikTok also introduced the “not interested” function to make up for the
shortcomings of personalized recommendations.
In fact, many users engage in behaviors such as “like, favorite, and recommend” during their using short videos.
However, these behaviors express more recognition and allow more people to see them, but are not completely equivalent
to “I want to continue watching such videos”. Therefore, the users need should be satisfied more accurately. For example,
short video APP providers can add the choice of “interested” on the basis of “not interested”. The addition of this option
can provide a deeper understanding of users’ preferences, thereby better meeting their needs and avoiding personalized

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recommendations solely based on “watch, like, and recommend”. In view of the negative emotions caused by a large
amount of advertising information, Tiktok has set the option of canceling the display of programmed advertising and
personalized advertising in “Understanding and Managing Advertising Recommendation”. Users can choose to turn off
display advertisements or certain types of advertisements that they are not interested in, but this feature may be not
obvious for many users. Therefore, short video APP providers can make the management of advertising functions
explicit and clearly by regularly recommending video information such as “understanding and managing advertising” to
users, allowing them to increase their direct choice and sense of control.
In addition, in order to reduce fatigue, short video APP can also limit the daily number of posts by publishers; at the
same time, strengthen regulatory mechanisms to reduce the appearance of vulgar content. Secondly, short video media
can help users reduce social interference and communication overload by optimizing their operational interface, such as
improving friend review systems and group settings, to help users better manage social relationships.

Limitations and Research Prospects

Firstly, all data in this study were collected through online surveys, which may have certain limitations in terms of
sample randomness. Secondly, leisure and relaxation are important motivations for users to use short videos, and this
study may have overlooked some other important variables. In future research, researchers can add some antecedent
variables, such as seeking relaxation, to conduct more in-depth studies. Finally, this study did not consider some potential
moderating variables, such as gender. A. Adam85 pointed out that if gender issues are not adequately studied, the gender
impact of potential changes in new information and communication technologies will continue to be ignored. Therefore,
subsequent research can conduct moderated analysis based on demographic characteristics, etc.

Conclusions
The empirical research results of this study indicate that the mechanisms that affect the continuous use intention of short
video APP include enabling and inhibiting factors. Among the enabling factors, perceived usefulness, perceived
playfulness, and social influence promote the continuous use intention of short video APP. Perceived usefulness and
social influence will have an impact on users’ continuous use intention of short video APP through users satisfaction,
while perceived playfulness activates the users’ experience system of information processing, directly affecting users’
continuous use intention of short video APP. Among the inhibiting factors, communication overload and information
overload have been shown to have a negative impact on the continuous use intention, and this effect is mediated by
fatigue. The integrated model established in this study reveals more comprehensively the impact mechanism of users’
continuous use intention of short video APP.

Data Sharing Statement

The raw data supporting the conclusions of this article will be made available by the authors, without undue reservation.

Ethics Approval and Informed Consent

This study’s ethics approval was obtained from the Special Committee on Ethics of Professor Committee of Business
School, Sichuan University. The participants provided their informed consent to participate in survey questionnaire of
this study. The parents /legal guardian of the participants under 18 years of age provided informed consent also.

Acknowledgments
We would like to thank all authors and reviewers for their contributions to make this special issue possible.

Funding
This work is supported by grants from the Project of National Social Science Foundation of China [20BGL121].

Disclosure
The authors report no conflicts of interest in this work.

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